Predictably Irrational: The Hidden Forces That Shape Our Decisions

Every week, I ask my friends, colleagues, and acquaintances that are part of my social networks (Twitter and LinkedIn) a simple question:

"What is the book that changed your life? (not novels or religious texts)"

I think it's a wonderful way to connect in a less superficial way and learn a little more about each other. It's also a wonderful way to discover new books worth reading.

This is one of them (the full list is here):

Predictably Irrational: The Hidden Forces That Shape Our Decisions
Dan Ariely

From Amazon:

Why do smart people make irrational decisions every day? The answers will surprise you. Predictably Irrational is an intriguing, witty and utterly original look at why we all make illogical decisions.

Why can a 50p aspirin do what a 5p aspirin can't? If an item is "free" it must be a bargain, right? Why is everything relative, even when it shouldn't be? How do our expectations influence our actual opinions and decisions?

In this astounding book, behavioural economist Dan Ariely cuts to the heart of our strange behaviour, demonstrating how irrationality often supplants rational thought and that the reason for this is embedded in the very structure of our minds.

Predicatably Irrational brilliantly blends everyday experiences with a series of illuminating and often surprising experiments, that will change your understanding of human behaviour. And, by recognising these patterns, Ariely shows that we can make better decisions in business, in matters of collective welfare, and in our everyday lives from drinking coffee to losing weight, buying a car to choosing a romantic partner.

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